Brown-Forman vs Diageo: Founders, CEOs and History
Brown-Forman was founded in 1870 by George Garvin Brown and is led by Lawson E. Whiting. Diageo was founded in 1997 by Arthur Guinness, Grand Metropolitan Board and is led by Sir Dave Lewis.
Company facts
Brown-Forman
- Founded
- 1870
- Headquarters
- Louisville, Kentucky
- Current CEO
- Lawson E. Whiting
- Employees
- 4,900
Diageo
- Founded
- 1997
- Headquarters
- London, United Kingdom
- Current CEO
- Sir Dave Lewis
- Employees
- 27,938
Founders
Brown-Forman
George Garvin Brown
Brown-Forman is one of the few American corporations that remains entirely dominated by the founding family over 150 years after its creation. The company was founded in Louisville, Kentucky, in 1870 by George Garvin Brown, a young pharmaceuticals salesman.
Diageo
Arthur Guinness
Diageo is the product of a historic 1997 merger, but its foundational corporate DNA is rooted in the genesis of the global brewing and distilling industries, specifically intertwining two historic empires.
Grand Metropolitan Board
Grand Metropolitan was built by hotelier Maxwell Joseph in post-war London and expanded through acquisitions into hotels, pubs, food and drinks.
CEOs and their tenures
Brown-Forman
- Owsley Brown II1993–2005
Chief Executive Officer
A great-grandson of the founder, Owsley Brown II ran Brown-Forman from 1993 to 2005 and stayed on as chairman until 2007. His tenure included the 1996 launch of Woodford Reserve and the international expansion of Jack Daniel's.
Source - Paul C. Varga2005–2018
President and Chief Executive Officer
Varga led Brown-Forman from 2005 through 2018. His era included the January 2007 purchase of Casa Herradura for $776 million, the 2011 launch of Jack Daniel's Tennessee Honey, the 2016 purchase of The BenRiach Distillery Company and the 2016 sale of Southern C…
Source - Lawson E. Whiting2019–present
President and Chief Executive Officer
Whiting joined Brown-Forman in 1997 and became CEO on January 1, 2019, succeeding Paul Varga.
Source - Leanne Cunningham2021–2026
Executive Vice President and Chief Financial Officer
Cunningham spent more than 30 years at Brown-Forman, became CFO in July 2021 and retired on May 1, 2026.
Source - Marshall B. Farrer2025–present
Chairman of the Board
A fifth-generation Brown family shareholder and director since 2016, Farrer became chairman in July 2025, the 11th Brown family member to chair the board.
Source - Jim Peters2026–present
Executive Vice President and Chief Financial Officer
Peters joined from Whirlpool Corporation, where he was Executive Vice President leading enterprise transformation, and became CFO on March 31, 2026, succeeding Leanne Cunningham.
Source
Diageo
- Paul Walsh2000–2013
Former Chief Executive Officer
Sold Pillsbury and Burger King and bought Seagram brands, turning Diageo into a pure beverage-alcohol company.
Source - Sir Ivan Menezes2013–2023
Former Chief Executive Officer
Led Diageo for a decade; he died in June 2023, shortly before his planned retirement.
Source - Debra Crew2023–2025
Chief Executive Officer
Former Reynolds American CEO and Diageo North America president; stepped down in July 2025 after two years of falling sales.
Source - Nik Jhangiani2024–present
Chief Financial Officer (interim CEO July-December 2025)
Led Diageo as interim CEO after Debra Crew stepped down in July 2025.
Source - Sir Dave Lewis2026–present
Chief Executive Officer
Former Tesco CEO (2014-2020) and Unilever executive, appointed to turn around Diageo's falling sales.
Source
Timeline: Brown-Forman and Diageo side by side
1759Diageo
Arthur Guinness Signs St. James's Gate Lease
The Guinness brewery begins in Dublin.
1870Brown-Forman
Company Founded
George Garvin Brown founded J.T.S. Brown and Bro. in Louisville, Kentucky, and introduced Old Forester as a bourbon sold only in sealed bottles to guarantee its quality.
1920Brown-Forman
Prohibition Survival
Brown-Forman obtained one of six federal permits to bottle medicinal whiskey, keeping Old Forester on sale through pharmacies during Prohibition.
1923Brown-Forman
Early Times Acquisition
Brown-Forman bought Early Times, its first brand acquisition. It kept the brand for nearly a century before selling it to Sazerac in 2020.
1933Brown-Forman
Industry Code of Conduct
Owsley Brown I worked with other distillers on a self-regulatory code of conduct for the spirits industry as Repeal approached.
1956Brown-Forman
Jack Daniel's Acquisition
Brown-Forman bought the Jack Daniel Distillery in Lynchburg, Tennessee, from the Motlow family, the deal that built the modern company.
1966Brown-Forman
Historic Hiring
Elmer Lucille Allen joined Brown-Forman as the company's first African-American chemist.
1996Brown-Forman
Woodford Reserve Launch
Brown-Forman launched Woodford Reserve from the restored Labrot & Graham distillery in Versailles, Kentucky; it grew into the leading super-premium American whiskey.
1997Diageo
Diageo Created
Guinness and Grand Metropolitan merge to form Diageo.
1999Brown-Forman
Sonoma-Cutrer Acquisition
The company bought Sonoma-Cutrer, a California wine brand it would sell to The Duckhorn Portfolio in 2024.
2001Diageo
Seagram Deal and Pillsbury Sale
Crown Royal and Captain Morgan join; Pillsbury goes to General Mills.
2002Brown-Forman
Finlandia Investment
Brown-Forman began acquiring Finlandia vodka and later took full ownership; it sold the brand to Coca-Cola HBC for $220 million in 2023.
2007Brown-Forman
Casa Herradura Acquisition
Brown-Forman completed its $776 million purchase of Casa Herradura, adding Herradura, el Jimador and New Mix.
2014Diageo
Don Julio Control
Diageo takes full ownership of Don Julio in exchange for Bushmills.
2016Brown-Forman
Scotch Purchase and Southern Comfort Sale
Brown-Forman sold Southern Comfort and Tuaca to Sazerac in March 2016 and completed the ~$371 million (£281 million) purchase of The BenRiach Distillery Company in June 2016.
2017Diageo
Casamigos Acquisition
Diageo expands in super-premium tequila.
2018Brown-Forman
CEO Succession
Paul C. Varga, CEO since 2005, announced his retirement; Lawson E. Whiting, who joined in 1997, became CEO on January 1, 2019.
2020Brown-Forman
Early Times and Canadian Mist Sold
Brown-Forman completed the sale of Early Times, Canadian Mist and Collingwood, plus the Canadian Mist production assets, to Sazerac on July 31, 2020.
2022Brown-Forman
Jack & Coke RTD and Gin Mare
Brown-Forman and The Coca-Cola Company announced a global Jack Daniel's & Coca-Cola ready-to-drink agreement in June, and Brown-Forman completed its purchase of Gin Mare in November.
2023Brown-Forman
Diplomático Acquisition
Brown-Forman completed its purchase of the Diplomático rum brand from Destillers United Group on January 5, 2023, for about $725 million.
2024Brown-Forman
Finlandia and Sonoma-Cutrer Divestitures
The sales of Finlandia (completed November 2023) and Sonoma-Cutrer (completed April 2024) narrowed the portfolio to premium spirits.
2024Brown-Forman
U.S. Distributor Overhaul
Brown-Forman began its largest U.S. distributor overhaul in decades, switching partners in a number of open states.
2025Brown-Forman
Restructuring and Cooperage Closure
On January 14, 2025 Brown-Forman announced a 12% workforce reduction and the closure of its Louisville cooperage, completed by April 25, 2025.
2025Brown-Forman
Korbel Relationship Ends
Brown-Forman's decades-long sales, marketing and distribution relationship with Korbel Champagne Cellars ended on June 30, 2025.
2025Brown-Forman
New Board Chairman
Marshall B. Farrer, a fifth-generation descendant of the founder, became chairman of the board in July 2025.
2025Diageo
FY2025 Results
Net sales of $20.245B and profit for the year of $2.538B.
2026Brown-Forman
Pernod Ricard Talks End
Brown-Forman and Pernod Ricard confirmed merger discussions on March 26, 2026 and terminated them on April 28 after failing to reach mutually agreeable terms.
2026Brown-Forman
Fiscal 2026 Results
Brown-Forman reported fiscal 2026 net sales of $3.93 billion (-1%), operating income of $1.0 billion and free cash flow of $893 million.
2026Brown-Forman
CEO Retirement Announced
On July 13, 2026 Lawson Whiting announced he will retire as President and CEO once a successor is appointed.
2026Brown-Forman
Sazerac Proposal Rejected
On July 26, 2026 the board said Sazerac's unsolicited proposal to acquire Brown-Forman was not actionable after the Brown family's Wolf Pen Branch opposed it.
2026Diageo
CEO Sir Dave Lewis Joins
Lewis starts as CEO on January 1, 2026.
2026Diageo
FY2026 Results
Net sales of $19.643B and net profit of $1.958B; restructuring underway.
Acquisitions
Brown-Forman
- Diplomático Rum2023$725M
- Gin Mare2022Undisclosed
- The BenRiach Distillery Company2016$405M
- Herradura2007$776M
- Jack Daniel's (Lem Motlow Distillery)1956Undisclosed
Diageo
- Don Papa Rum2023Undisclosed
- Casamigos2017$1B
- Seagram's Spirits and Wine Business2001Undisclosed
Questions about Brown-Forman vs Diageo
Who is the CEO of Brown-Forman Corporation and Diageo plc?
Brown-Forman Corporation is led by Lawson E. Whiting and Diageo plc is led by Sir Dave Lewis. Both serve as the top executive responsible for the company's strategy, operations, and financial performance.
When was Brown-Forman Corporation founded vs Diageo plc?
Brown-Forman Corporation was founded in 1870 — 127 years before Diageo plc, which was founded in 1997. Brown-Forman Corporation's longer operating history gives it a deeper track record but also potentially more institutional inertia compared to the younger Diageo plc.
How many employees does Brown-Forman Corporation have compared to Diageo plc?
Brown-Forman Corporation employs approximately 4,900 people, while Diageo plc employs approximately 27,938. Diageo plc has the larger workforce at 27,938 employees, compared to Brown-Forman Corporation's 4,900. A higher headcount does not necessarily imply greater efficiency — it often reflects differences in business model (e.g., manufacturing vs. software).
Where are Brown-Forman Corporation and Diageo plc headquartered?
Brown-Forman Corporation is headquartered in United States and Diageo plc is headquartered in United Kingdom. Their different home markets mean they may face different regulatory frameworks, tax regimes, and currency exposure.
Who founded Brown-Forman Corporation and Diageo plc?
Brown-Forman Corporation was founded by George Garvin Brown. Diageo plc was founded by Arthur Guinness, Grand Metropolitan Board.
Which company has a longer operating history — Brown-Forman Corporation or Diageo plc?
Brown-Forman Corporation has been operating for approximately 156 years, making it the more established of the two companies. Diageo plc has been in operation for around 29 years. A longer operating history often signals greater institutional resilience and brand recognition, though it can also mean slower adaptation to new market conditions.
Figures come from each company's filings and the sources linked beside them. Amounts reported in another currency are shown in US dollars at an approximate rate and marked with ~. Back to the Brown-Forman vs Diageo overview